The eCommerce market encompasses the sale of physical goods via a digital channel to a private end user (B2C). Incorporated in this definition are purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets. The following are not included in the eCommerce market: digitally distributed services (see instead: eServices), digital media downloads or streams, digitally distributed goods in B2B markets nor digital purchase or resale of used, defective or repaired goods (reCommerce and C2C). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

in-scope

Sale of physical goods via a digital channel to a private end user (B2C)

Global Comparison – Revenue:

The “Revenue” tab shows a comparison of revenues for the leading economies in the selected market (market segment, region) and year.

A definition and detailed explanation of the displayed markets can be found here.×

Users by age
Users by gender
Users by income

in the eCommerce market
in percent
in percent
in percent

Reading Support
In the year 2017 a share of 22.7% of users is 25-34 years old.
Reading Support
In the year 2017 a share of 51.3% of users is female.
Reading Support
In the year 2017 a share of 36.7% of users is in the high income group.

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Users by age

Users by gender

Users by income

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Users by age:

The Users by age box shows the age distribution of users of the selected market (market segment, region) in age groups. The data is based on Statista's Global Consumer Survey.

Users by gender:

The Users by gender box shows the gender distribution of users of the selected market (market segment, region). The data is based on Statista's Global Consumer Survey. Data for countries that are not included in the Global Consumer Survey refer to the corresponding region.

Users by income:

The Users by income box shows the income distribution of users of the selected market (market segment, region) in tertiles. The data is based on Statista's Global Consumer Survey. Values shown are only based on survey respondents who answered the question regarding their income.

A definition and detailed explanation of the displayed markets can be found here.×

Payment types

in the eCommerce market
in percent

Reading Support
In 2019, 52% of total eCommerce purchases will be paid by Bank transfer.

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Payment Type:

The Payment Type box shows the forecast of eCommerce customers’ payment preferences in each country and refers to the payment method share of the total gross merchandise volume per year.

Payment method definitions: Bank transfer: direct payments from one bank account to another. This payment type includes standard invoices and instant fund transfers from byer to merchant upon checkout (e.g. Sofort for the German market). Cards: credit, debit and prepaid cards from global providers such as Visa or Mastercard and established local card schemes. Cash on delivery: the payment is accepted by a courier upon delivery or by the cashier at the pickup location. Direct debits: an authorisation that permits the merchant to debit the payment from a buyer’s bank account. E-invoice: the electronic invoice is issued at the checkout by the payment provider, who performs an instant credit check and carries the fraud risk. The customer later pays directly using their preferred method (e.g. Klarna). E-wallet: third-party mobile and online payment platforms that enable online money transfers, such as Paypal or Alipay.
A definition and detailed explanation of the displayed markets can be found here.

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Key Market Indicators

The following Key Market Indicators give an overview of the demographic, economic and technological development of the selected region on the basis of general KPIs. The calculation of Statista’s Market Outlook is based on a complex market-driver logic including over 400 region-specific data sets.

2017

2018

2019

2020

2021

2022

2023

CAGR(2017-2023)

Internet penetration in %

Percentage of individuals in the selected region using the internet | Source: Statista

Consumer spending per capita for food and non-alcoholic beverages (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). The COICOP definition varies from the market definitions employed in the Consumer Market Outlook. It covers all private household spendings meant for consumption at home. In contrast, the Food market in the Consumer Market Outlook covers only certain segments of processed food and excludes for example fresh food, oils and fats and some other items. The markets for Alcoholic, Non-Alcoholic and Hot Drinks in turn not only include sales for at-home consumption (off-trade) but also sales to the on-trade sector (restaurants, bars, cafés) that are valued at wholesale prices. | Source: Statista

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Alcohol, tobacco in US$

Consumer spending per capita for alcoholic beverages, tobacco and narcotics (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). The COICOP definition varies from the market definitions employed in the Consumer Market Outlook. It covers all private household spendings meant for consumption at home. The market for Alcoholic, Non-Alcoholic and Hot Drinks not only include sales for at-home consumption (off-trade) but also sales to the on-trade sector (restaurants, bars, cafés) that are valued at wholesale prices. | Source: Statista

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Clothing, footwear in US$

Consumer spending per capita for clothing and footwear (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). Included are both consumption of goods as well as services (cleaning and cobblers). | Source: Statista

Consumer spending per capita for furnishings, household equipment and routine maintenance of the house (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista

Consumer spending per capita for transport (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). This group inlcudes the purchase of vehicles, maintenenace of vehicles as well as transportation services. | Source: Statista

Consumer spending per capita for restaurants and hotels (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista

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Other in US$

Consumer spending per capita for miscellaneous goods and services (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). These include personal care products and services, personal items like watches and jewellery as well as all other products and services not mentioned elsewhere. | Source: Statista

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